Blake Lively has been unveiled as the face of Gucci Première, the next female fragrance for the fashion house.
Frida Giannini, Gucci Creative Director, said, “In conceiving this fragrance I was inspired by timeless Hollywood glamour and the iconic leading ladies of Hollywood’s golden era. Blake’s unique style and charisma brings that allure to life in a very contemporary way.”
Blake Lively stated, “It is a pleasure to collaborate with Frida Giannini. I admire the qualities of the Gucci Première woman and feel honored to represent the fragrance.”
The print campaign for the new fragrance was shot by Mert & Marcus, and the commercial film was directed by Nicolas Winding Refn. The short film will be presented at a special event during the Venice Film Festival on September 1st, 2012.
Gucci Première will be launched worldwide from July 2012.